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Our very creative generations have long-outgrown the tradition and initiated a change to upcycle or reconstruct existing luxury products, recreating a look immersing their own personalities. Not only is this a quest for an ethical and sustainable piece, but also their affinity for freshness, uniqueness and hint of personalisation. From Gucci paper bags-turned-tote – adding a PVC exterior, to Chanel leftover buttons turned earrings or necklaces, and even hand-painted Hermes bags by fashionista Love Marie Escudero.
Tapping into the new luxury scene, traditional brands increasingly valued social media, adapting to the trend. Brands like Alexander McQueen, Dior and Ganni produced Instagram tutorials and campaigns, covering sketching, photoshoots and many more – fostering customers to create their own pieces under the leadership of the pioneers. Looking at more customer-driven brands, such as Dickies and A-Cold-Wall, they have taken the trend further and offer deadstock fabrics, branded hardware kits and logo patches for creators to recreate.
It is no longer the brand logo and dignity that draw customers, but the interactions and openness for involvement that counts, as Gen-Z needs to be heard – being the soon-to-be biggest group of consumers. Transparency of brands and participation of customers are crucial brand assets for the future, where maison’s celebrate their savoir-faire with their audiences as a whole. Joining two forces, we are, too, looking forward to foreseeing a more elevated and creative expression of sustainable fashion.